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A Benchmade knife used to cut wood


A Family Owned & American Made Brand with a Cult Following.


Benchmade engaged Tomorrow as it repositioned as a Direct to Consumer brand. The new site needed to communicate to a wider array of customer segments while establishing Benchmade's high quality, custom manufacturing capabilities, and leadership position in their industry.


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A Design System for Storytelling

Benchmade came to us with an enthusiastic fanbase but a brand-communication strategy that was only just beginning. We architected the framework for storytelling across a range of affinity groups, supporting exploration and product discovery.

Benchmade knife sitting in car console
Hiker climbing mountain
Benchmade knife folded closed
Images of the UI of Benchmade's Mobile Screens

Best in Class Customizer

We've leaned heavily into product customization, leveraging the unique capabilities of the American-made manufacturer and fundamentally differentiating our client from their competitive set. We are also leveraging the 3D renders from the customizer throughout the customer journey.

Detail shots of Benchmade knife

From Early Prototyping to a Polished Product

Our implementation started with a proof of concept and data mapping exercise. As one of the most complex features on an eCommerce website, product configurators require close collaboration between all disciplines. Our new customizer supports over 8 different 3D customizable items with over 100’s of 2D customizable items.

Related Work

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